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How Electronic Arts Created a Brand Voice to Overhaul Their Customer Experience

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Date of Event: Jul 26, 2017
Time: 12:00 PM - 1:00 PM Eastern
Fee: Complimentary
Meeting Number: 17950-00001

Attending this Webcast is free. Registration is required.
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When a customer is unhappy, how you respond can make or break their relationship with your brand.

The Worldwide Customer Experience Team at Electronic Arts (EA) deals with some of the most passionate customers in the world: gamers. But something was going wrong in their conversations.

From tense interactions about sketchy network connections, to downright aggression when games ran into performance issues, the Customer Experience Team was battle-scarred.

In this session, you’ll hear how EA created an authentic brand voice, how they are turning the tables on those difficult customer conversations, and how they are re-energizing their team and reshaping their culture in the process. You’ll leave this session knowing how to supercharge your employee experience, boost engagement, and give your people the permission, tools, and support to be themselves while representing your brand.

What You Will Learn

  • How to launch an internal tone of voice in three simple steps
  • Ways to use your brand values to create a voice that’s true to your brand
  • Steps to rally the troops around a new initiative and push back on the skeptics
  • Advice for proving your program’s success every step of the way

While attending this program is FREE, reservations are required.

About the Presenters

Anelia Varela is US Director of The Writer. Anelia came to New York from London to continue The Writer’s mission in life: to change organizations through the language they use. Heading up The Writer's US office, Anelia is helping brands like Unilever, Cisco, Google, and Electronic Arts realize the power of words to change how people see them, stand out from the crowd, make their customers happier, shape their culture, and even make and save money in the process. Anelia’s thoughts and words have appeared in books, newspapers, design annuals, magazines, blogs, and up the sides of Guinness bottles. She was foreman of the Writing for Design jury at the 2014 D&AD Awards and chaired the Advanced Learning Institute’s Strategic Employee Engagement conference in New York in 2015.

Lacy Rohre is Senior Manager of Content Services for Electronic Art’s Worldwide Customer Experience. She leads the team that writes online technical support for EA gamers, where they strive to cut through the jargon and use a clear voice to create accessible content. She has been working with words professionally for the last ten years, and has had a particular way with them for her entire life. She is a proud Texas native and graduated from the state’s oldest college, Southwestern University.


Related Seminars

For additional training on this topic, consider these AMA seminars:

AMA’s Advanced Course in Strategic Marketing
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Technical Requirements

To fully participate in this electronic, interactive and live session, please check your system (or ask your IT department) to ensure it meets the following requirements:

Supported OS, Browser and Additional Requirements

Microsoft® Windows® XP, Windows Vista, Windows 7, Windows

  • Internet Explorer 7 or higher, Mozilla Firefox, Google Chrome
  • Adobe® Flash® Player 11.2 or higher

Macintosh (OS X 10.5 or higher)

  • Mozilla Firefox, Apple Safari, or Google Chrome


  • Ubuntu 10.04 or higher; Red Hat Enterprise Linux 6; OpenSuSE 11.3
  • Mozilla Firefox

Test Your Computer

Please ensure that your computer is "Flash/Connect enabled" by clicking on the following link in order to run a short test:

If successful, you will receive a "Test Completed Successfully" message on the page.

Additional Requirements:

  • Minimum bandwidth requirement is 512 kbps for meeting attendees
  • POP-UP Blockers must be turned off to access the program
  • Additional Technical specs can be found here.

Important tip - Please allow 15 minutes prior to joining a session to conduct your set-up and testing!